US Teens Targeted By Alcohol Advertising In Magazines

The most popular alcohol brands among US youth are the ones most often featured in advertisements in teenage magazines, according to a new study. Their ads are found to be five to nine times more likely to appear in those magazines. Leading researcher Craig Ross of Virtual Media Resources warns parents of the effects of alcohol ads on young adults, “Parents should take note that scientific evidence is growing that exposure to alcohol advertising promotes drinking initiation, and is likely to increase the frequency of consumption for kids already drinking”. Along with a group of researchers he called for developing standards that would limit alcohol advertising to magazines with less than 15% of young people among its readership.